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While already a beloved American brand, Trader Joe's is rapidly becoming a global sensation, with its products growing increasingly popular among international tourists.
While Trader Joe's remains tight-lipped about international expansion, their cult following suggests they may not need it. Scarcity can fuel intense fan obsession, as TJ's international admirers have been proving.
Sources: (CNN) (Artnet) (Trader Joe's) (Los Angeles Times)
It's almost like a treasure hunt, even for US residents, to figure out and check off their bucket list which stores are the largest, smallest, or have the biggest wine selection.
The sign at Trader Joe's flagship store still reads "Your neighborhood grocery store." Today, however, there are more than 500 stores across the United States, taking its reach far beyond a neighborhood store.
While many American chain stores rely on consistency to satisfy customers, Trader Joe's has taken a different approach. Stores are encouraged to incorporate local iconography into their design, such as artwork inspired by the TV show 'Miami Vice' in the Miami store.
Averbach points out that, similar to the magic of Disneyland, Trader Joe's appeals to customers' different senses, from eye-catching product packaging and handmade store artwork to music and product samples.
Another example is the iconic mural in the Memorial Drive Trader Joe's in Cambridge, Massachusetts. Depicting a serene Sunday afternoon on the Charles River, with casually placed Trader Joe's products, some fans jokingly call it the "Sistine Chapel of Memorial Drive."
TJ's, as the chain is known, is also beloved by fans for its competitive prices and unique food options. While you can certainly stock up on everyday products, founder Joe Coulombe originally aimed to make then-difficult-to-find ingredients and delicacies more accessible in the US.
When even the toilet paper is wrapped in a trendy, artistic package, it's easy to see why people love it.
This innovative approach has clearly paid off. Trader Joe's products have become so popular on social media that tourists often try to stock up and bring them home, even risking trouble with customs.
The seasoning blend includes salt, minced garlic, sesame seeds, and poppy seeds. However, poppy seeds are classified as a narcotic substance in South Korea and other Asian countries. This has led to troublesome situations, like a Korean blogger who recently shared their experience trying to bring the product back to South Korea.
This investment in branding and design has clearly paid off. The well-designed packaging makes the products perfect souvenirs for tourists.
Trader Joe's "Everything but the bagel" seasoning mix took TikTok by storm, becoming a favorite among influencers and home cooks alike. In a 2023 poll, it was even voted one of the store's most popular products.
Sure, you can grab groceries like lettuce and milk at Trader Joe's. But what truly draws shoppers and tourists is the chance to try unique and fun products. From pickle-flavored popcorn to beer made with cookie butter, and cheeseburger burritos, it's like a Willy Wonka-inspired adventure.
They also invest in opening new stores in quirky and interesting buildings, such as former banks, artillery houses, or even vintage movie theaters, like the one in the former Alabama Theatre in Houston, Texas.
Trader Joe's attention to detail is evident in features like olive oil bottles inspired by Greek Ionic columns. Founder Joe Coulombe, an avid collector of public domain art, drew inspiration from these images for the store's products, as detailed in his 2021 memoir, 'Becoming Trader Joe.'
However, despite their massive expansion, the chain still manages to maintain a local feel. According to the company's website, every Trader Joe's store is different, specific, and unique.
The company says they aim to make each store a distinct reflection of its neighborhood. This includes the store's physical structure, the arrangement of products and displays, and, most importantly, its customers and employees.
The blend of familiar and novel keeps shoppers excited and intrigued to visit different stores, contributing to the chain's popularity.
Many travelers enjoy visiting local grocery stores during their trips to bring home unique products. However, Trader Joe's seems to be taking this trend to a new level. What could be driving this phenomenon?
The location of the store with the biggest wine selection isn't exactly a secret, as the company has revealed it to be a Trader Joe's in California's San Fernando Valley.
Stocked up with 20 bottles of the seasoning, the blogger was reportedly questioned by customs officials about attempting to bring prohibited poppy seeds into the country. Recently, travelers at Seoul's Incheon Airport have even seen signs specifically banning the TJ's product.
The first Trader Joe's opened in Pasadena, Los Angeles, in 1967. More than 50 years later, the store in Arroyo Parkway is still open, although many of the products are different.
Trader Joe's is also known for its friendly employees. Even as many grocery stores today focus on delivery and online shopping, Trader Joe's continues to prioritize the in-person shopping experience.
Even celebrities, like Vanessa Hudgens, are drawn to TJ's. But it's not just the chance to spot a star that keeps people coming back.
Art history major Julie Averbach was also interested in uncovering the spell and recently released a book titled 'The Art of Trader Joe's.' "I think that Trader Joe's is like the Disneyland of American grocery stores," she says.
Averbach visited over 150 Trader Joe's stores nationwide, exploring their use of visual art in packaging and marketing. In her book, she identifies and analyzes numerous iconic works featured in the stores.
Since products are clearly a major draw for both local and international shoppers, the chain ensures that to earn a spot on their shelves, each potential product undergoes a rigorous tasting panel process. Only products that are both delicious and affordable make the cut, becoming "a part of the Trader Joe's shopping adventure," a company representative told CNN.
She compares the stores to the cabinet of curiosities of yore, wherein its products offer "fanciful portals to destinations both near and far."
Imagine a place where people are friendly, there’s colorful art and happy music, you can taste exotic snacks and take home beautifully packaged souvenirs. Disneyland? Think again.
That place is Trader Joe's. From its humble beginnings to its cult-like following, the iconic chain is graduating from America's sweetheart to international sensation.
But what exactly made it a tourist hot-spot with products so coveted that visitors risk trouble with customs trying to smuggle them home? Grab a peanut butter-filled pretzel and click through the gallery to find out!
How Trader Joe's became the Disneyland of grocery stores
The cult of Trader Joe's is reaching new heights
TRAVEL America
Imagine a place where people are friendly, there’s colorful art and happy music, you can taste exotic snacks and take home beautifully packaged souvenirs. Disneyland? Think again.
That place is Trader Joe's. From its humble beginnings to its cult-like following, the iconic chain is graduating from America's sweetheart to international sensation.
But what exactly made it a tourist hot-spot with products so coveted that visitors risk trouble with customs trying to smuggle them home? Grab a peanut butter-filled pretzel and click through the gallery to find out!